Mitre 10
Mitre 10 is an Australian hardware retail cooperative, owned by Metcash, that sells building materials, tools, garden, and home improvement products through 300+ independently owned franchise stores and an e-commerce platform, serving homeowners, DIY consumers, and tradies.
- Company typePrivate
- Founded1959
- HeadquartersHallam, Australia
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Mitre 10 does
Mitre 10 is an Australian hardware retail cooperative operating under corporate ownership by Metcash and trading as 'The Mighty Helpful Independent Hardware Store.' It sells building materials, hardware, garden, tools, paint, kitchen, bathroom, outdoor living, and smart home products to two primary customer segments: homeowners and DIY consumers, and tradies and trade professionals. The business runs a hybrid model combining a network of 300+ independently owned franchise stores nationwide with an e-commerce platform at mitre10.com.au, supported by click-and-collect, nationwide delivery, and a same-day delivery partnership with DoorDash covering 25+ stores and approximately 7,400 products at launch.
The underlying technology is a standard retail e-commerce platform with integrated inventory management, click-and-collect capabilities, and trade account management systems. Trade customers are served through Trade Online and the Mitre 10 Trade App, providing 24/7 access to account balances, invoices, statements, delivery confirmation, and credit card payments. Complementary digital touchpoints include Mighty Rewards loyalty program, the 401 Club Hub tradie mental health initiative, Design 10 premium showroom services, and Principal Kitchens for kitchen design.
Revenue is generated through retail sales (bricks-and-mortar and e-commerce), delivery services via DoorDash, and trade accounts with recurring commercial relationships. Pricing varies by store and product, with promotional catalogue offers, Afterpay/Humm/Zip BNPL options, and trade-specific pricing for professional buyers. The go-to-market is sales-led through franchise retail, trade account management, and digital channels including TikTok, Instagram, YouTube, Pinterest, and Facebook. Mitre 10 holds industry partnerships with HIA, Master Builders Australia, Frame and Truss Manufacturers of Australia, the National Timber and Hardware Association, and TAMBA Apprentices and Trainees, reinforcing its position as a credible alternative to dominant competitor Bunnings.
Mitre 10 firmographics
Firmographics- Name
- Mitre 10
- Legal name
- Mitre 10 Australia Pty. Ltd.
- Website
- https://mitre10.com.au
- Company type
- Private
- Founded year
- 1959
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Mitre 10 is an Australian hardware retail cooperative, owned by Metcash, that sells building materials, tools, garden, and home improvement products through 300+ independently owned franchise stores and an e-commerce platform, serving homeowners, DIY consumers, and tradies.
- Ownership category
- akta.pro rank
Where Mitre 10 is headquartered
LocationHeadquarters
- HQ city
- Hallam
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Mitre 10 business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Sales (Bricks-and-Mortar): Revenue generated from sales of hardware, building materials, garden products, tools, and home improvement goods through the network of independent franchise stores across Australia.
- E-commerce Sales: Online sales through mitre10.com.au with nationwide delivery and click-and-collect options from local stores.
- Delivery Services: Same-day delivery partnership with DoorDash, initially covering over 25 stores with approximately 7,400 products.
- Trade Accounts: Trade accounts offering 24/7 access to view account balances, invoices, statements, delivery confirmations, and credit card payments through Trade Online platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing across all product categories |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Mitre 10 product offering
Product offeringCore offering
Mitre 10 is an Australian independent hardware retailer operating a franchise network of more than 300 stores plus an e-commerce storefront at mitre10.com.au. It sells hardware, building materials, garden supplies, tools, paint, kitchen, bathroom, outdoor living, and smart home products to DIY consumers and trade professionals, supported by click-and-collect, nationwide delivery, and trade accounts. Complementary offerings include the Mighty Rewards loyalty program, Trade Online portal and Trade App, Design 10 premium showrooms, Principal Kitchens, and the 4:01 Club tradie wellbeing initiative.
Product overview
Mitre 10 is an Australian independent hardware retailer operating under the 'Mighty Helpful' brand slogan. The company offers a comprehensive hardware and home improvement product portfolio spanning Bathroom & Laundry, Building Materials, Garden, Hardware, Kitchen, Lighting & Electrical, Outdoor Living, Paint & Decorating, Smart Home & Security, and Tools categories. Beyond retail products, Mitre 10 provides complementary services including Mighty Rewards loyalty program, dedicated Trade Centre services for trade professionals (Trade Account, Trade App, Trade Online), the 4:01 Club mental health initiative for tradies, Design 10 premium showroom experience, and Principal Kitchens for complete kitchen solutions. The company operates through both physical stores and online channels with Click & Collect and delivery options.
Differentiator
Problem solved
Functional benefit
Brands
- Mighty Rewards: Loyalty rewards program offering points for every dollar spent
- 401 Club Hub
- Design 10
- Principal Kitchens
- Mitre 10 Trade
- Trade Online
- Mitre 10 Trade App
Products and services
- Mighty Rewards
- Trade Centre / Trade Account Dedicated trade program offering trade accounts with 24/7 online access to balances, invoices, statements, delivery confirmations, and credit card payments for tradespeople.
- Trade Online Online portal allowing trade customers to access accounts, view invoices and statements, and make payments 24/7.
- Mitre 10 Trade App Mobile application for trade customers providing on-the-go account management, order access, and trade services.
- 4:01 Club Tradie mental health and wellbeing initiative named after knock-off time, providing resources, workshops, and conversations in partnership with Nedd Brockmann and the Speak & Share charity.
- Design 10 Premium in-store showroom experience offering an extensive selection of high-end luxury products for construction, renovation, or large-scale project needs.
- Principal Kitchens Dedicated kitchen brand offering complete kitchen design, cabinetry, and installation solutions for renovations.
- Click and Collect In-store pickup service allowing customers to order online via mitre10.com.au and collect from local Mitre 10 stores.
- Colour with Confidence Guarantee Expert paint advice service ensuring customers get the right paint result the first time.
- D.I.Y. Advice and Project Guides Expert guidance, project guides, calculators, and how-to articles for home improvement and renovation projects.
- DoorDash Same-Day Delivery Same-day hardware delivery via the DoorDash app, initially covering approximately 7,400 products from more than 25 stores nationally with progressive rollout to additional stores.
Companies that use Mitre 10
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Mitre 10 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Mitre 10 partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- DoorDashcoreMitre 10 entered a delivery partnership with DoorDash to make hardware stores available on the app, initially offering about 7,400 products from more than 25 stores nationally with same-day delivery. This partnership was strategic response after Bunnings signed an exclusive deal with Uber Eats preventing Mitre 10 from expanding its own trial with Uber Eats. More stores will be progressively added to the DoorDash partnership over time.
- hipagesminorPartnership with hipages to help customers find tradespeople easily. hipages is a platform connecting homeowners with local tradies.
- Housing Industry of Australia (HIA)minorIndustry partnership with peak residential building industry body representing builders, developers, and renovators.
- Frame and Truss Manufacturers of AustraliaminorIndustry partnership with national body representing manufacturers of timber frames and trusses.
- National Timber & Hardware AssociationminorIndustry partnership with body representing timber and hardware businesses in Australia.
- TAMBA Apprentices and TraineesminorIndustry partnership with training organisation supporting apprentices and trainees in the timber and hardware sector.
- Master Builders AustraliaminorIndustry partnership with peak industry body representing builders, contractors, and construction companies.
- Design 10coreDesign 10 is a premium showroom experience offered as 'More Than a Showroom' offering an extensive selection of high-end luxury products for construction, renovation, or large-scale project needs. Referenced as part of Mitre 10's service offering for customers with major projects.
- Principal KitchenscorePremium kitchen design and installation service offered through the Principal Kitchens brand (principalkitchens.com.au), providing customers with full kitchen solutions.
- Nedd BrockmannminorPartnership with tradie legend Nedd Brockmann as part of the 401 Club Hub mental health initiative for tradies. Named after knock-off time, the program is designed to support tradies' mental health and wellbeing.
- Speak & ShareminorMental health charity partnered with Mitre 10 to create resources, workshops, and real conversations that help tradies look after themselves and each other through the 401 Club Hub initiative.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Mitre 10 competitors and assessment
Company assessmentDirect peers
- Bunnings Group: Australia's dominant hardware and home improvement retailer owned by Wesfarmers. Directly competes with Mitre 10 across DIY, trade, building materials and garden categories, including competing delivery partnerships (Uber Eats vs DoorDash).
- Home Timber & Hardware: Australian hardware cooperative network operating under the Home Hardware and Thrifty-Link brands. Direct franchise-model competitor in the independent hardware segment serving similar DIY and trade customers across regional Australia.
- Ace Hardware: U.S. hardware cooperative franchise network with global licensing. Comparable to Mitre 10 via its independent-dealer franchise model serving community hardware customers, with similar value proposition of local service and brand support.
- True Value Company: U.S. hardware cooperative franchise system with company-owned retail experience. Mirrors Mitre 10's franchise/cooperative structure, broad hardware assortment, and emphasis on trade and DIY customer segments.
Broad incumbents
- The Home Depot: Largest global home improvement retailer with broad DIY and trade offerings. Comparable category and omnichannel model (in-store, e-commerce, delivery), though corporate-owned rather than franchised and at much larger scale.
- Lowe's Companies: Major U.S. home improvement retailer with national store base and trade services (e.g., MyLowe's Rewards, Lowe's For Pros). Comparable omnichannel hardware and trade offering, providing reference benchmarking for Mitre 10's strategy.
- Travis Perkins: U.K. builders' merchant serving trade and DIY customers with branches and specialist trade accounts. Comparable trade-focused proposition with dedicated trade pricing, credit accounts and job-site delivery capabilities.
- Kingfisher plc: European home improvement group operating B&Q and Castorama in the U.K. and France. Overlap with Mitre 10 across kitchen, bathroom, garden and building categories with growing focus on trade customers and digital platforms.
- Canadian Tire: Canadian retailer spanning hardware, automotive and home products with strong loyalty program (Triangle Rewards). Comparable multi-category home-and-hardware assortment and omnichannel experience including same-day delivery.
Others
- Metcash: Parent company of Mitre 10 and a major Australian wholesale distributor. Indirect peer via shared supply-chain functions to the franchise network and adjacent food and liquor retail interests.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks4 records
Key highlights6 records
Customer concentration
Mitre 10 social profiles
Digital presenceMitre 10 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mitre 10 leadership team
Management profileNumber of profiles
Profiles1 record
Mitre 10 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mitre 10 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mitre 10
What does Mitre 10 do?
Mitre 10 is an Australian independent hardware retailer operating a franchise network of more than 300 stores plus an e-commerce storefront at mitre10.com.au. It sells hardware, building materials, garden supplies, tools, paint, kitchen, bathroom, outdoor living, and smart home products to DIY consumers and trade professionals, supported by click-and-collect, nationwide delivery, and trade accounts. Complementary offerings include the Mighty Rewards loyalty program, Trade Online portal and Trade App, Design 10 premium showrooms, Principal Kitchens, and the 4:01 Club tradie wellbeing initiative.
Is Mitre 10 a public or private company?
Mitre 10 is a private company. It is classified as corporate owned and is currently operating.
When was Mitre 10 founded?
Mitre 10 was founded in 1959. It employs 1,001 to 5,000 people.
Where is Mitre 10 based?
Mitre 10 is headquartered in Hallam, Australia, in the Oceania region.
How does Mitre 10 make money?
Four revenue lines are on record. Retail Sales (Bricks-and-Mortar) is the primary driver. The others are E-commerce Sales, delivery Services and trade Accounts.
Who are Mitre 10's main competitors?
Direct peers on record are Bunnings Group, Home Timber & Hardware, Ace Hardware and True Value Company. Broad incumbents are The Home Depot, Lowe's Companies, Travis Perkins, Kingfisher plc and Canadian Tire. Metcash is listed as an others.
Does Mitre 10 have an API?
No public API is recorded for Mitre 10.